The results of Experiment 1 revealed both single and multiple orientation preferences (as opposed to no preferences) for the central design element on the product packaging, depending on the product and element under consideration. While the element to be rotated in the Campanelle and Pipette packaging resulted in clear orientation preferences, multiple orientation preferences were documented for the Gemelli pasta and the Izadi wine.
Such results raise questions concerning the specific aesthetic attributes that may have led to these differences.
Could it be that the complexity of the design elements may have led to these specific orientation patterns? Certainly, the contour of the Campanelle and Pipette pasta design elements are irregular, as compared to those of Gemelli pasta and the Izadi wine. While an interpretation of such results may be rather speculative, it is worth mentioning that they open up a number of intriguing empirical questions concerning future research on packaging design, aesthetics, and preference.
It is possible that variables such as the aforesaid shape irregularity, as well as the element’s identity, typicality, and perhaps even its configural arrangement influence the results.
It may also be the case that the results simply reflect individual differences in product aesthetics.